Content leadership is no small feat. It demands not just strategic vision but also a nuanced understanding of organizational dynamics, audience priorities, and the ever-evolving digital landscape.  Content leaders have a small time window of opportunity to find their footing and deliver value to their organization.  The first 100 days are truly important…

Some of the brightest minds in the industry convened to share their hard-earned insights on this transformative journey in Knotch’s virtual workshop: Content Leadership:  The First 100 Days. 

Thank you to our brilliant panelists - Ansley Murphy of St Jude’s Children Research Hospital - ALSAC, David Moss of Square, and Jeanne Washington of Morningstar, all of whom candidly shared experiences from their early days in leadership roles. 

Here are the key takeaways from the discussion:‍

1. Be clear what content actually means:

From Copy to Core Business Strategy

“Focus on the content meaning that’s most impactful in terms of driving results for the business.  Think about global content strategy across platforms, both digital channels and live events.”  (Jeanne Washington)

“You need to help people understand content strategy isn’t just copywriting.  For St Jude, content is our product.  Content is really that make or breakpoint of our business.  The practice of content strategy has evolved into the combination of advertising and the donor journey on the website and the post conversion communication you might receive.  Content strategy is really the underpinning of strategy at large.” (Ansley Murphy)

2. Define Objectives and Embrace Culture:

Effective content leadership starts with clear objectives aligned with the organization’s culture.

“You have to define what success means, and not allow other people to define it for you.  After all, this is why you are being brought into the organization, right?  People want your leadership.  They want your thoughts.  They want your perspective on how to do this.  Don’t be sheepish.” (David Moss)

“Get the language right.  Every organization talks and speaks in a different way.  You need to master that.  Understanding that card transaction volume is the same as gross payment volume - these details - can make or break your success for your content operation.”  (David Moss)

“We work best when we have one goal and our content team and the content delivery teams are all marching towards that same goal collectively.  Collectively, we really need to understand the problems to solve.”  (Ansley Murphy)

3. Foster Stakeholder Relationships:

‍Strong, collaborative relationships with stakeholders provide invaluable insights for decision-making.

“Silos are the enemy of successful content efforts, so it’s important to find stakeholders and build effective relationships with them, whether they are channel leaders, product experts, brand leaders, business leaders, even finance.” (David Brown)

“Make no mistake, it’s not easy.  You need to define and name who your stakeholders are, who your champions are, who your detractors are.  Then build trust with all, and be open minded to detractors, because these are the people who are going to challenge you and ultimately help your solutions be better.  Invest as much in your relationships as you invest into the work.” (Ansley Murphy)

“Feedback is a gift no matter where it’s coming from.  Because that’s the gig, listening and responding.  It takes bravery to decipher the feedback that should not be incorporated.” (Ansley Murphy)

“Find people who understand content in some way, shape or form.  And then get their help and advocacy to bring your vision to life.”  (David Moss)

“Think ahead on projects on which stakeholders should be involved, and be sure to define the role you expect each to play, given their role and expertise.” (David Moss)

“There’s one stakeholder, who when they’re in the room, sends a clear signal that organization change is being considered.  The HR leader.” (David Brown)‍

4. Put the Audience First:

Prioritizing audience needs ensures that content strategies align with broader organizational missions.

“Audience centricity breathes life into every part of our work.  Often times it becomes the connector.   Content performance becomes the feedback loop to confirm what’s resonating with the audience, and what is not.” (David Moss)

“We think about our audience on a loyalty spectrum.  Knotch’s insights have helped us buck our assumptions on digital experience.”  (Ansley Murphy)

“Audience strategy and content strategy are completely intertwined.” (Ansley Murphy)

5. Capitalize on Early Wins:

Early wins, when aligned with long-term goals, build momentum and organizational value.

“Early wins may not be a new program.  It may be winning over a tough stakeholder, or even building awareness of the role of a new content strategy capability, so you are invited to the right meetings and involved in new projects.” (Jeanne Washington)

“I recognized early that our marketing innovation leader and I had shared and aligned goals.  We agreed to test a new technology platform to create more immersive experiences compared to the current, dense PDF reports.  Tests showed the customer experience improved and engagement metrics improved.  The stakeholder connection really paid off for the early win.” (Jeanne Washington)

“Make sure your early wins are not performative.  Instead early wins should align with long-term goals.  Those will be most impactful.  Then think how this early win contributes to a broader narrative that you’re trying to paint about the impact that content can make than aligns with important, long-term goals.  That’s the holy grail.” (David Moss)

6. Celebrate Diversity:

‍Harnessing the unique strengths of a diverse team fosters creativity and innovation.  Diversity leads to growth on all fronts.

“Sometimes you’re asking to build the team from scratch.  Other times, you inherit a team, and asked to evaluate the existing members and whether you need to make changes.  I would much rather see what someone is doing well, and where’s the best place to position them to capitalize on their strength.”  (Jeanne Washington)

“Everybody’s got a superpower.  Our job as a leader is to find it, coax it out, develop it and celebrate it.” (Ansley Murphy)

“Diversity is always top of mind in terms of culture and really encouraging an inclusive culture.  I’m a black woman, and that’s just one form of diversity, but everyone is bringing diverse dimensions to the table.”  (Jeanne Washington)

The insights from Knotch’s "Content Leadership: The First 100 Days Workshop" provide a roadmap for content leaders navigating the complexities of their roles. By blending strategy, empathy, and innovation, these leaders exemplify the transformative potential of modern content leadership.

The recording is available on the event link by clicking here.

‍

‍